Sony Ericsson Promo, Case study DEFY THE DARKNESS by Jung

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Industry Mobile phones, devices & accessories
Media Promo & PR, Case study
Market Sweden
Agency Jung
Creative Director Marita Kuntonen
Copywriter Mattias Jersild
Creative Christian Hammar
Released August 2011

Credits & Description

Category: Technology and Manufacturing
Product/Service: XPERIA RAY
Agency: JUNG
Account Director: Jesper Kling (Jung Relations)
Creative Director: Marita Kuntonen (Jung Relations)
Project Manager: Elizabeth Guest (Jung Relations)
Creative: Christian Hammar (Jung Relations)
Copywriter: Mattias Jersild (Freelance)
Public Relations Advisor: Robert Zillén (Jung Relations)
Public Relations Advisor: Ann Persson (Jung Relations)
Public Relations Assistant: Rickard Arodén (Jung Relations)
Planner: Johan Loman (Jung Relations)
Developer: Mattias Ottosson (Jung Relations)
Front-End Developer: Niklas Gelin (Freelance)
Back-End Developer: Jakob Stenqvist (Public Class)
Production Manager: Fredrik Manuel Persson (Jung Relations)
Media placement: Campaign Website - - 27 October 2011
Media placement: Banners - - 27 October 2011
Media placement: Facebook Application - - 27 October 2011
Media placement: Blogger Activation - Custom Made Messages Were Sent To Sweden's Top Bloggers - 27 October 2011
Media placement: Press Release - - 27 October 2011

Summary of the Campaign
How can you prove the product benefit, ”this phone takes better pictures in the dark”? This was our challenge when Sony Ericsson launched Xperia ray in the Nordic market. The Nordic countries have long periods of darkness during several months each year, a perfect time for us to show the quality of the Xperia-ray camera. Since the camera defies darkness, we wanted people to do that as well, by sending greetings to their loved ones. We launched the interactive idea through a huge screen on Stureplan, Stockholm’s equivalent to Times Square. People could send a greeting to the screen and Xperia ray captured the greeting and sent it via SMS or e-mail to the receiver. Xperia ray made people defy the darkness.

Defy the darkness is a highly relevant campaign because it uses the new mechanics and logics of the PR-landscape. It engages consumers with new technology and connects it with the product.

The Situation
Sweden is known to live in darkness for a few months each year. Because of our geographic location, the sun simply does not show up that much during the winter.

Sony Ericsson was about to launch Xperia ray with a special feature that enables the owner to take high-quality images in poor-light conditions; we saw a great opportunity to speak to the hearts and minds of many people in Sweden.

People in the Nordic countries clearly needed a way to defy the continuous darkness and bring more fun and meaning into their lives during the dark winter-time.

The Goal
Increase the buzz in the digital sphere among the key target-audience, and increase sales during the launching period of the product.

The Strategy
With the campaign, we aimed to show that Xperia ray is the phone for taking memorable pictures in complex light-conditions. Instead of talking about mega-pixels and technical facts, like our main competitors, we wanted to show that it really works. We wanted to put life into the most important product-benefit of the Xperia ray and show the consumers that it actually works – and with stunning results!

Our campaign was centered on a large outdoor LED screen in the city centre of Stockholm. Consumers were instructed to visit ( and send a message to someone they cared for. The message was then shown on the screen, and Xperia ray took a snapshot of the message and sent it to the receiver via e-mail or SMS.

To support the campaign, we bought banners in relevant news outlets where the consumers could send their greetings, messages or even marriage-proposals directly from the interactive banner.
Most of all, we focused on PR in a digital context. As both screens were placed in highly-visible areas, where many influential people move around each day, we sent a tailored greeting to the top-tier field of Swedish bloggers, mostly focusing on female fashion-bloggers and regular lifestyle-blogs.

Documented Results
More than 14m impressions;
More than 3,000 greetings;
People spent more than 2 minutes and 40 seconds on the site;
11 marriage proposals;
399 people wrote, ”I love you”.